Ogilvy & Mather Berlin managed to turn regular street billboards into functioning workout machines for Powerade. One billboard is a climbing billboard, where you could keep climbing forever. One billboard is a weight-lift, where you actually pull the whole billboard up. Another is a boxing test, that checks how much power you have in your punch. Each billboard is placed where's there's room for pedestrian interaction and people who accepted the challenge of the billboard and workout on them were treated with a free bottle of Powerade to quench their thirst.
Ad agency: Ogilvy & Mather Berlin